AIESEC Jordan National Communications Plan 08/09

AIESEC ب ا��د��رات ا�� PO Box 841148 | Amman 11181 | Jordan | www.aiesec.org | [email protected]

AIESEC Jordan National Communications Plan

and Tools Collection 2008/09

Think BIG!!!


PORTFOLIO: ER – Public Relations Trends & challenges

Little visibility of AIESEC Jordan and its members in external community

Priorities of function Application of quarter-year communication plan Campaign preparation and feedback Greater understanding of PR team for LCs Sustain 60th anniversary through increased engagement of partners

Performance measures Increased recognition of AIESEC as an organization of choice for students – 20% increase in retention rate of students recruited Increase recognition of AIESEC as an organization of choice for partners, potential partners – 2 new partnerships established through an organization’s recognition of AIESEC (them finding us vs. us finding them) Media exposure – 30% increase in media hits Clear, consistent, comprehensive communication to all stakeholders – 100% utilization of branded materials for communication

Content of document:

1. Functional Activity: External Communication 2. Functional Activity: Promotional Campaigns 3. Functional Activity: Campaign Descriptions 4. Appendix 1: Promotional Materials basic guidelines 5. Functional Activity: LC Public Relations Team Development 6. Media relations follow up – Example 7. Appendix 2: Sample PR job roles 8. Functional Activity: Information Systems Management

Document produced by :

Akos Szakaly

[email protected] MC VP ER & F

Lina Barreto

mailto:[email protected] PR Canadian CEEDer summer’08

[email protected]

VP ER LC Amman

Suleiman Arabiat [email protected]

PR Team Leader – LC Amman

[email protected] OCP- LC-irbid


FUNCTIONAL ACTIVITY: EXTERNAL COMMUNICATIONS Core activities Responsible Timing Support Measurable Goal News releases

• Submit all news releases to Akos before and after submission to newspapers

• Update Press Room on national website www.aiesec.org/jordan

Akos ongoing

Media Partners/ contacts

Increase in media hits, evaluated on monthly basis Realization of news wire coverage

National Website

• Fix website • Update it • Adding hit counter (technical details from Abeer

(VPTM)) • Page for the LCs • Translate it – a bit later

Abeer ongoing

Position AIESEC Jordan as the largest student-run by non for profit organization in the country; promote its vision, mission, and its local and global impact in individuals and community.

Number of Students joining our organization through information from the site

Number of Organizations approaching us because of the website

Videos and Channel

• Finish official promotional video for AIESEC Jordan • Define other video needs and create them (footage is

with Mais with most of the PR databank) • During opening plenary- present professional videos • Recruit filmmakers and editors • Update videos on

www.youtube.com/AIESECJordanChannel Password: same as MC router

Akos ongoing

Royal Film Commission

Headline PR (from 2009)

Empower AIESEC Jordan students, in particular, female students to tell their AIESEC experiences, thus contributing to cross-cultural global understanding and women empowerment

Brand Audit

• Check if the right colours, design, letter font and logos are used in all printing and online AIESEC Jordan material

Akos September

MC & LCs

Start new academic year with ONLY updated branding


• Brand education – timeline to be decided (Define topics, timeline, trainer – PR teams to collect input for this!)

Information Systems Audit

• the purpose is to remove not-up-to-date pages or unofficial information from the net:

o Google: AIESEC Jordan o Facebook groups search for: AIESEC Jordan o Myaiesec.net search tool: AIESEC Jordan o Youtube.com: AIESECJordan

• Start utilizing a blog, ensuring it’s updated regularly o Subscribe blog to hubs o For External Purposes

Akos

AIESEC Conferences

• Get ready a really cool roll call for AIESEC Jordan, MC

• Get ready a promo video for AIESEC Jordan, • Have business cards with the respective AIESEC

Jordan representatives, Akos • If possible, have AIESEC Jordan T-shirts, Akos (for

budget)

MC, LCs

Media and Key Partners

• Swut Magazine, PSUT, Mais • Royal Film Commission, Mais • JU, Lana • The Royal Family, Salemain and Lana • YU, PR Department, Jojo • Aldostoor Newspaper, Lana and Mais • JOPublishing Magazine, Sasha • OC Magazine, Jojo

MC and LCs ongoing

Membership and family

Have more externals supporting AIESEC activities


• Recruitment Partnership, Akos and Mais (to sponsor printing materials)-potentially in Irbid

• Al Ghad, Suleiman • National office, Lana and Akos (to sponsor rent) • SABEQ, Akos

Proper account database and planning shall take place PR tracking will happen on the following spreadsheet: http://spreadsheets.google.com/ccc?key=pdrr5PgfX-no942aC3K69fw&hl=en


FUNCTIONAL ACTIVITY: PROMOTIONAL CAMPAIGNS TIMELINE - TO BE ADJUSTED BY PR TEAM LEADERS AND EBS TIMELINE Q1 (Q3 2008) CAMPAIGN JULY AUGUST SEPTEMBER EP RECRUITMENT PSUT - POCKET RECRUITMENT

LC AMMAN YU – POCKET RECRUTIMENT LC IRBID

ALL UNIVERSITIES LC AMMAN

MEMBERS ’ RECRUITMENT GOV UNIVERSITIES LC AMMAN

ORGANISATIONAL CAMPAIGN CSR EVENT – LC AMMAN AUGUST 2

SABEQ INTERNSHIPS - IRBID

INTERNAL CAMPAIGN TEAM LEADERS AND OCP

APPLICATIONS X PROMOTION FOR CURRENT EPS

TIMELINE Q2 (Q4 2008) CAMPAIGN OCTOBER NOVEMBER DECEMBER EP RECRUITMENT YU , JUST– LC IRBID

LC AMMAN POCKET RECR.

MEMBERS ’ RECRUITMENT PSUT, ASU – LC AMAN

ORGANISATIONAL CAMPAIGN SABEQ WORKSHOPS – LC IRBID HUB INITIATIVE AND NETWORKING

FAIR – LC IRBID

NC – LC AMMAN SABEQ WORKSHOPS AND INTERNSHIP

– LC IRBID LAUNCH EVENT -MC

SHOWCASING THE GLOBAL

INTERNSHIP PROGRAM (GENERAL

EXCHANGE ) – BOTH LCS

INTERNAL CAMPAIGN BRAND AUDIT –MC, LCS MC APPLICATIONS INTERNAL EXCHANGE PROMOTION –

BOTH LCS

TIMELINE Q3 (Q1 2009)


CAMPAIGN JANUARY FEBRUARY M ARCH EP RECRUITMENT YU, JUST – LC IRBID

ALL CAMPUS - LC AMMAN

MEMBERS ’ RECRUITMENT PSUT, NYIT, ASU – LC AMAN YU, JUST –LC IRBID

ORGANISATIONAL CAMPAIGN PRE-FEEDING SYMPOSIUM – MC/OC JORDAN HR SYMPUSIUM – MC LDS - MC

MENA XLDS (EGYPT) – OC

PREPARATION

INTERNAL CAMPAIGN TEAM LEADERS AND OCP

APPLICATIONS GENERAL LEADERSHIP CAMPAIGN LCP & EB APPLICATIONS

INTERNAL EXCHANGE PROMOTION

TIMELINE Q4 (Q2 2009) – TO BE PLANNED IN DETAILS IN JANUARY CAMPAIGN APRIL M AY JUNE EP RECRUITMENT MEMBERS ’ RECRUITMENT ORGANISATIONAL CAMPAIGN NC – LC IRBID MC ANNUAL REPORT –MC INTERNAL CAMPAIGN EXCHANGE PROMOTION LC ANNUAL REPORT TO MC - LCS

*PLEASE ADD ALL EVENT ATTENDEES TO A MAJOR DATABASE . KEEP THEM UPDATED WITH YOUR LC EVENTS !!! * MAKE SURE YOU RECRUIT EPS , MEMBERS AND LEADERS ON A FAIR MANNER , MEANING 50% MALES AND 50 % FEMALES


FUNCTIONAL ACTIVITY - CAMPAIGN DESCRIPTIONS* EP RECRUITMENT Main Responsible: Sasha, VP Xs Support: Akos, PR team leaders

Target Group Key message Tools * - wiki Location

• Last year students / Graduate Business – Engineering students

• Current members

heading for the future

• Future • CV builder –

Professional Experience

• International experience

• Cultural understanding

• Travelling • Language

skills • FOCUS: ON

X

• Huda’s EP experience Poster, Mais & Hakeem

• Maen’s EP experience Poster, - ????

• Press release in both English and Arabic – Mais, Suleiman

• Promotional video – Mais

• Facebook event, Hakeem, Jojo

• Email friend list, Jojo

• Word of Mouth, Nizar

• AIESEC Flyers, Nizar

• Exchange Flyers, Mustafa

• I am an AIESECer flyer, Mais

• Involvement of returness (applicable later) – VP Xs

• Involvement of interns

Training EP recruiters: • VP X needs to train EP recruiters on the

message that needs to be sent out!! Focus on: the global internship program (word of mouth advertising)

Traditional Marketing: University Partnership:

• YU partnership - Jojo • JU partnership –Lana, Dana

Booths:

• Booth, PSUT cafeteria, Walaa • Booth, YU, Nizar

Class Presentations:

• ??? Info Sessions:

• Info Session –PSUT friendship Auditarium, Walaa

• Info Session –YU, Mustafa Potential new universities:

• ???


currently in the country (or other internationals) – VP Xs

E-marketing: Facebook group:

• LC Amman, Hakeem • LC Irbid,??

Youtube Channel:

• MC, E-mails:

• LC Amman, Hakeem • LC Irbid, ???

Virtual-partners:

• ??? Wikis:

• MC, Sasha Blog:

• To be assigned Maintained Database of people

• Maintenance of database (people attending workshops, Information Sessions, etc) – LCs

• Sending out newsletters to this contact list

MEMBERS RECRUITMENT Main Responsible: Abeer, VP TMs Support: Akos, PR team leaders

Target Group Key message Tools * - wiki Location 2nd and 3rd year students • Develop your • I’m an AIESECer posters –


Most important Majors:

• IT • Business Administration • Finance • Accounting • Marketing • Engineering

skills in ways not possible in your studies

• Leadership

Development • Global and

International organisation

• Will help you get

a better job – skills development

current members - select the ones which are suiting

• I’m an AIESECer case study from alumni (Qais) – Abeer

• Develop catchy posters around selected I’m an AIESECer case studies

• Need to design a normal student webpage (www.aiesec.jo ???)

• Videos – Leadership – AIESEC Jordan Channel

• Flyers – create them (links to press releases)

Traditional Marketing • Word of Mouth • Booth

o Having the map behind the booth • Lectures

o Preparation at PFI!!! • Info Seminars • Using media appearances

• Play 99.6 talk show

• Use popular coffees (Gloria Jeans) – also in

Irbid • Posters, flyers, printed materials, CDs

Virtual communication • Website • Facebook groups

• The Blog

• Developing a database – sending newsletters to

these people • University website? NYIT, PSUT???


ORGANIZATIONAL CAMPAIGN Main Responsible: Akos, VP ERs Support: PR team leaders


• Current and Potential TN Takers of AIESEC Jordan

• Current and potential

sponsors or general partners

• Governmental institutions

• General Business

environment to raise awareness on our activities

• Supported by local companies or organizations

• Ability to show

results on the field of activities

• Contribution to

youth development in Jordan

• Employer branding • International

organization supporting local youth development

• Professional

(despite the fact of youth driven)

• Unique skills of the

membership

• Press releases (timing in the organisational campaign timeline and SABEQ communication plan)

• Current coverage on the media

• Website – Organisational pages

• Proposals, Akos

• AIESEC Jordan video (need to create a corporate promotion video)

• Intern case studies (Laura)

• Separate engagement plans for the press at conferences and events – Akos, event resp.

• Press kits before and after events – Akos, event resp.

• Creation of Network map – Akos, Abeer, Lana, Suleiman (should also happen in Irbid!)

• Endorsement letters from Current Partners – to be created

• Case studies on existing

Traditional Marketing Press management:

• Press releases after events (and before major events) – event responsible

• Press kits for major events – OCVP ER (conferences, Launch event and Symposium)

• Engagement plan for events for press representatives

• Existing media coverage – website press room, ER wiki

Sales Materials (check ER wiki!!!)

• Proposals • List of TN takers and partners • History and description of AIESEC Jordan • What is AIESEC description

Partners engagement

• Invitation letters for conferences and major events (ER wiki and Akos)

• Thank you notes and letters • Engagement plans for partners – Akos

Multimedia

• Video on AIESEC Jordan – Channel, Mais • Corporate promotion video to be created


partnerships

• External Newsletter, Abeer, Akos

Network management

• Creation of Network Map • ER planning quarterly

Case studies and endorsements

• Internship Case studies – from the TN taker side, to be created

• Endorsement letters or quotes from current partners

• Case studies on existing partnerships (in January – HBTF)

Media partnerships http://spreadsheets.google.com/ccc?key=pdrr5PgfX-no942aC3K69fw&hl=en Online marketing Website management

• Press room • Organizational page

AIESEC Jordan Channel Blog

• To be assigned and created External newsletter

• Sent out bi-monthly latest

INTERNAL CAMPAIGN Main Responsible: Abeer, VP TMs


Support: Akos, LCPs and PR team leaders


• Leadership pipeline – people interested in leadership roles

• Internal X profiling –

outgoing people • International Network

• You have opportunities to choose from

• Live full AIESEC

Experience • Get connected

• LC newsletters

• MC newsletters

• Khalas….problem :P

• I’m an AIESECer campaign for internal promotion

• EB or MC talks/caffee on conferences, LC meetings

• Exchange Newsletter

• Intern case studies, and disseminate them in the international Network

• YouTube channel

• Website

Traditional Marketing

• Word of Mouth • EB and MC talks/café on conferences

• Use LC meetings

• Intern case studies

Virtual marketing

• LC newsletters – weekly, editor from PR team

• MC newsletter – weekly, editor Amman PR

team • YouTube channel – to have videos around

leadership

• Website only partially

• Exchange newsletters

• MyAIESEC.net wikis *PLEASE CHECK APPENDIX 1 FOR PROMOTIONAL TOOLS EXAMPLES AND GUIDELINES ON H OW TO MAKE THEM , OR CHECK AIESEC JORDAN WIKI PR ON MYAIESEC.NET * CAMPAIGN DESCRIOTIONS , ESPECIALLY MESSAGES WILL NEED TO BE ADJUSTED AFTER A FULL BRAND AUDIT


APPENDIX 1 – PROMOTIONAL MATERIALS BASIC GUIDELINES

BOOTH OR TABLE CHECKLIST o AIESEC BANNER OR I AM AN AIESECER POSTER IN A STAND o I AM AN AIESECER POSTER , I.E HUDA’S EXPERIENCE o FORMAL COVER FOR TABLE (WHITE, AIESEC BLUE, ORANGE, OR BLACK) o PENS o SIGN UP SHEETS IN 2 LAPTOPS OR PRINTED o STAND o SMALL FLAGS TO BE PLACED IN THE CORNERS OF THE TABLE o UP-TO-DATE FLYERS o AIESEC CONTACT INFO LIKE IN SMALL BUSINESS CARDS o BUSINESS CASUAL WITH AIESEC T-SHIRT o HAVE EXPERIENCED AND TRAINED MEMBERS IN TABLE o OFFICIAL PROMOTIONAL VIDEO IN LAPTOPS, NOT MANDATORY o NAMETAGS FOR WHOEVER IS IN TABLE

I AM AN AIESECER POSTER Basic content:

Huda’s story is just one of 4.000 stories lived each year with AIESEC’s Global Internship Program. Internships last from 2 – 18 months and are located across AIESEC’s 100-country network. Interns live an unparallel life-changing experience in another country, while gaining practical work experience at the same time. Sabine is a student just like you. Contact your AIESEC Local Committee today to find out how you can get involved, and how you too can be an AIESECer.

Read more about Huda’s story and why she decided to take advantage of this opportunity on our website at www.aiesec.org/Jordan

Next information session:

(time)

Place (address)

Date

AIESEC is the international platform for young people to discover and develop their potential. Present in over 1100 universities with over 23,000 members, AIESEC offers unparallel leadership development experiences to its members and creates a network of global change agents that have a positive impact on society.


VIDEO CLIP

What you need:

o Filmmaker plus camera equipment: tripod, camera H. Note: if you have a professional filmmaker you may lend the camera at RFC for free!!

o Editor plus editing software: Avni, Pinacle Studios (PC) or FilmcutPro, iMovie (Mac). Mohamed from RFC help us previously in editing our official promotional video. You may write him an email for some advise. Contact Mais for more info.

o Photographer plus camera equipment

o Presenter or interviewer

o Special permission when videotaping touristic places: You can get them at RFC

Some ideas for the content:

• AIESEC diagram – 5 developmental stages

• Competency model

• Interview general membership

• Interview externals, leaders, alumni

• National Business Plan

Some ideas for the place:

• Touristic places

• AIESEC office

• Universities

• Events


PRESS RELEASE

Steps to writing Press Releases

1. Write the lead, the first sentence which grabs the reader and says who, what, when, where, why, and how. Then fill in the next 1-2 sentences which expand the lead.

2. Write the press release body copy. The press release should be written as you want it to appear in a news story.

3. Communicate the 5 Ws and the H . Who, what, when, where, why, and how. Then consider the points below if pertinent.

� What is the actual news?

� Why this is news

� The people, products, items, dates and other things related with the news.

� The purpose behind the news

� Your company - the source of this news.

4. Include information about the company. When a journalist picks up your press release for a story, he/she would logically have to mention the company in the news article. Journalists can then get the company information from this section

5. Tie it together. Provide some extra information links which support your press release or close the press release with the contact information.

6. Add contact information. If your press release is really newsworthy, journalists would surely like more information or would like to interview key people associated with it.


FUNCTIONAL ACTIVITY: LC PUBLIC RELATIONS TEAM DEVELOPMENT Core activities Timing Support IMPACT newsletters

• create local membership weekly newsletter right after EB meeting

Weekly

EB,

specially VP TM

Support AIESEC Jordan Communication Plan

• Perform brand audits at your LCs • Support all recruitments (promotional materials) • Support all events (photos, filming, servicing

externals) • Give feedback to Akos with regards to National

website • Train LC membership on how to use myaiesec.net • Perform Media Relations Follow Up

Ongoing

VP ER, PR

team

Make sure there is an adequate working environment

• Clean office • PC, printer, landphone, wireless internet • Area to welcome externals • Make sure there are business cards

Ongoing

LCP, partners


MEDIA RELATIONS FOLLOW UP (Headline PR can mentors us, Ruba, CEO) Do in excel

Event contact info

Feedback form

Follow up form

Welcome Package

Website Banner / Poster

Press Release

Video Flyer Photos Invitation letter

Thank you letter

/ Endorsem

ent EP - Huda Hakeem

& Mais MPEG-4

movie, Lina and Walaa

AIM High Conference

Intern -Laura Pdf, Lina http://www.johud.org.jo/index.php?option=com_content&task=view&id=110&Itemid=1

CSR

CSR, Hakeem

AIESEC pdf, Hakeem Bank pdf, Hakeem

CSR doc, Mais

Yes, Lina

CSR, Lina and Hakeem AIESEC, NO!!!

CSR doc, Hakeem

EP recruitment- Amman

Yes, Lina

Need to be updated!

EP-recruitment - Irbid

SABEQ CEED


National Conference, November

Launching Event, November

Success stories, Jordan TNs

*PLEASE CHECK APPENDIX 2 FOR PR EXAMPLE JOB ROLES DESCRIPTIONS , OR CHECK AIESEC JORDAN WIKI PR ON MYAIESEC.NET


APPENDIX 2 – EXAMPLE PR JOB ROLES

Media Relations Coordinator

Job Description:

Update Media Relations National Document.

Main Tasks: • Report to VP ER • Set up clear goals for each AIESEC PR quarter • Update Media Relations database • Brand Audit all promotional material

Skills Gained: • Communications skills • Presentations skills • Planning skills • Organization skills


MyAIESEC.net Trainer

Job Description:

MyAIESEC.net is AIESEC's premier global online communication platform and collaboration tool. It allows AIESEC alumni and members from around the world to stay in touch with each other, build networks, share files, news, messages, and much more.

Myaiesec.net Trainer must have at least 4 months of experience with our system. It is equally important that the applicant understands very well all the tools available in the system. It will be very useful if the applicant knows as well how to deal with the current system’s pitfalls.

Main Tasks: • Train EB • Train ALL members once per semester • Provide support whenever possible • Promote the use of myaiesec.net • Update local wiki • Report to PR team leader



Membership Weekly Newsletter Editor

Job Description: Deliver a professional weekly newsletter to our local membership about LC activities. This should be sent only once per week and right after the weekly EB meeting.

Main Tasks: • Compile main upcoming activities from local VPs • Edit info, make it short and nice to read • Use a professional format to send the weekly newsletters, use AIESEC logo, colours and verdana letter font • Include local and EB contact info • Update the membership emailing list • Update emailing database • Use [email protected] or [email protected] to send the newsletter



I am an AIESECer Campaign Coordinator

Job Description: Ensure that your local has enough I am an AIESECer promotional materials.

Main Tasks: • Create I am an AIESECer posters, collect experienced members’ stories and pictures • Make I am an AIESECer short video clips • Write I am an AIESECer flyers • Be creative!! And make I am an AIESECer T-shirts, pens, agendas…



FUNCTIONAL ACTIVITY: INFORMATION SYSTEMS MANAGEMENT Member Committee Information System & Functionality Main Contact / Trainer Strategic National Website

• http://www.aiesec.org/oe%20jordan/ • Update calendar of events, partners, teams, press room • Make sure there is only one official national website • Create an official MC email if possible, such as [email protected]

Abir, Akos, Sulemain (press room)

National channel

• www.youtube.com/AIESECJordanChannel • Upload all promo videos

Akos

Myaiesec.net Wikis

• PR Resources– Akos and PR team leaders • ER Resources – Akos • Exchange Resources, ICX, OGX – Sasha • AIESEC Jordan, Lana • Financial Management Resources, Akos • TM, Abeer

All MC

Facebook group

• AIESEC Jordan • Summer 2008 = 167 members

Abeer

AIESEC Jordan National Blog

• Create or reactivate • Assign on MyAIESEC.net • Assign people to Update it continuously

To be decided


Google Documents

• MC Team’08-09 weekly priorities, Lana • Business Plan, Akos • Salesforce.com follow up, Akos

Google Group

• MC, Abeer • Launch Event OC, Luma

LC Amman Information System & Functionality Main Contact / Trainer Myaiesec.net Wiki

• Organise format Akos

Advertising email address:

• [email protected]

Facebook group:

• AIESEC Jordan – LC Amman • Summer 2008 = 23 members

Hakeem

Google Documents

• LC Amman Address book • Business plan

Dana

LC Irbid Information System & Functionality Main Contact / Trainer Myaiesec.net Wiki Abeer Website

• http://lcirbid.18.forumer.com/

Akos


• Page on the national website Advertising email address:

• [email protected]

Facebook group:

• AIESEC Jordan – LC Irbid • Summer 2008 = 34 members

Google Documents

• Business plan??